Kup is known for accurately predicting Apple8217;s upcoming product roadmap. In a recent tweet, he said Apple will launch an Apple TV “that improves cost structure” in the second half of 2022. In other words, it could be cheaper than the existing models of Apple TV. Currently, Apple sells the 34GB Apple TV 4K for $179.
Apple will launch a new version of Apple TV that improves cost structure in 2H22. I think that Apple8217;s aggressive strategy of integrating hardware, content, and service amid the recession will help close the gap with its competitors.
Kuo said Apple8217;s 8220;aggressive strategy of integrating hardware, content, and service amid the recession will help close the gap with its competitors8221;. His tweet doesn8217;t reveal more about the device, but it sounds like Apple wants to better rival Roku and Amazon by offering its own cheap streaming media player.
Keep in mind Apple is often rumoured to be developing new hardware, and most of it never comes to fruition. For instance, in 2021, Bloomberg reported that Apple was developing an upgraded version of the Apple TV 4K. So, not a cheaper version. At the time, the report claimed the new Apple TV would have an integrated HomePod speaker and camera for FaceTime.
Perhaps Apple is just attempting to cater to both ends of the pricing spectrum?